Mobile marketing is a new way to reach a massive audience. Take some time to get to know more about how you can use mobile marketing by reading the pointers below.
When you consider what to include on your mobile page, remember that it’s important to say as much as you can with as little copy as possible. Mobile device screens are small, so droning on and on about a product just to get more keywords in is annoying to readers. Mobile marketing requires you to stick rigidly to the focus of the topic in a concise, yet thorough, manner.
Create a mission statement in tune to your purpose on how you can stay on track when doing social mobile marketing. If you have a clear definition of your principles, it’s easier to create a marketing plan that fits them.
You can gain an advantage by keeping an eye on what your competitors have been doing. You need to be discernible from the competition.
You need to have a home base if you are developing a mobile platform that will stand alone. You should want people to visit your webpage or keep them coming back to it. Do not ever base everything completely on a mobile marketing campaign.
Keep in mind that there can be different levels of mobile customers because of various outside influences; also note that once the entire market changes then customer base changes as well. Changes in technology can have a dramatic effect on your business, so stay up to date on all of the latest advances in technology.
Almost everyone is familiar with the idea of offering free apps, but not everyone understands just how easy it can be to develop one that meets the needs of your business. By offering visitors your own custom-made apps, you could significantly increase the success of your mobile marketing plan. There are many choices to make about app features; the possibilities are endless.
The most successful mobile marketers at some point started small, and over time implemented bigger and better strategies. This should be your strategy as well. Begin with simple texts and calls, then expand your campaign to include things like video content and social networking. Try everything you can to reach potential customers.
Although lots of people use their phones for Internet text, not all know the different kinds of abbreviations used online. If a person can’t understand your ad, you might lose a customer.
Allow message recipients to leave feedback about your mobile marketing communications. This offers an excellent opportunity to connect more effectively and interact with your customers. You may have people not being as receptive as you would like, but keep in mind that any information from a consumer should be treated as valuable input.
Cross-platform compatibility is essential in attracting more customers when taking on a mobile marketing campaign. If not, you risk losing customers due to technical problems.
Keep in mind that mobile users have a more difficult time navigating webpages. Your mobile marketing proposal should be simple, and if it is simple on a computer, those using a mobile device will have an easy time viewing it.
Split test the mobile capabilities your site. Testing is as essential to the mobile world as it is on traditional websites because this lets you see what works. The better of the two trial pages you create, as deemed by its success, should be your final choice, no matter how emotionally invested you may be in the other. Then use the one that gets the most conversions.
If texting is part of your mobile marketing plan, clearly disclose how often you intend to text your subscribers before they subscribe. It is very easy to screw up an SMS strategy because of how it notifies consumers. It can seem like you are being pushy. Therefore, make sure that only your opt-in customers receive your SMS texts, and never send more than the maximum number of messages specified in the opt-in terms. This is a great way to build up your brand loyalty.
Your mobile website should include maps and directions that are easy to use with a mobile device. There are a lot of people that rely on mobile devices for getting navigational directions. Create an easy way for your customers to reach you. Check that the maps and directions you provide display well on different mobile devices and work properly with mobile searches. Consider using an external link to a known site, like Google maps, for your customers.
As a method of enticing customers and expanding your branding, try QR codes. Your customers can use your QR codes to instantly access special promotions and discounts. All they need to use your QR codes is a cell phone. QR codes make it easier to market your products to your customers in a quick way with information they can use.
Have relevant content. It’s easy to go overboard when entering the mobile marketing arena. Be sure your messages have a purpose. Approach things from your customers’ perspective and send out messages they would judge as interesting. Fill the needs and wants of your customers to ensure that they stick with you and continue to buy your products.
Promote your new mobile marketing campaign as a means of gaining access to exclusive offers and special savings. Advertise your deals on a host of different platforms to reach a wider audience. If people truly believe that your mobile campaign will help them, there is a good chance they’ll sign up. Let them know it will be fun and they will be better informed.
You can always improve your advertising. Be sure to look at the competition and see what is proving effective for them. Use the advertising tips discussed here to gain a competitive edge in your market arena.
As a foreign correspondent in London 10 years ago, my job was to unearth innovative new startups for my business magazine’s readers. I traveled across the Continent, from Helsinki to Milan, meeting entrepreneurs, venture capitalists and big company researchers to write about the next big thing.
In the summer of 2002, I attended a launch party for a startup demonstrating their nascent service at a swanky Haymarket bar. Upon walking in, there were printed instructions to visit one of the tables playing music and then navigate through a maze of confusing WAP mobile phone menus. What resulted was my phone magically telling me the name of the song playing in the room. The event was Shazam’s coming out party. It took almost 10 years for the music recognition app to truly gain widespread recognition but, for me, it was the first time I saw firsthand what was only possible with a mobile phone.
Ten years later, publishers are still plotting the best ways to engage readers on mobile devices.
The stakes are high. As technology continuously improves, the percent of content consumed from mobile devices increases. On average, 20% of sites’ content is now being consumed in mobile browsers. But, evolving technology platforms and consumption patterns makes it far more difficult to succeed on mobile than it is on desktop.
And the challenge of building a great mobile experience isn’t solved by simply ensuring the content displays in the right way in the right environment. The bigger challenge is to figure out how best to match the content and mission of that publisher with the unique properties associated with varied operating systems, devices, browser and app environments.
Different technology translates into different consumption patterns. For example, users are consuming content in very different ways in apps than they are on the mobile Web. Gaming and social apps account for 80% of all app activity. By comparison, those activities account for just 40 percent of time spent on the desktop. Mobile Web consumption more closely mirrors what people do at a desktop with news, utilities, entertainment and topic-specific content accounting for the bulk of activity. Most publishers are responding to the rapidly evolving technology landscape with a wait-and-see approach.
A brave few are experimenting early, and with promising results.
Food52 has tailored its approach to the screen size. Its iPhone app is focused on its Hotline, a forum for user questions and answers. To take advantage of the bigger screen and encourage users to take their iPads into the kitchen, Food52’s Holiday app included a variety of entertaining tips, such as step-by-step instructional videos on how to prepare a dry-brined turkey or Tuscan onion confit.
The logical first step for publishers into mobile publishing is to create a mobile-optimized site. SAY makes that easier with technology used by Remodelista that automatically resizes the page based on the screen size the content is being accessed from.
Still others are pushing the envelope even further. Kinfolk Magazine’s luminous iPad app complements its quarterly books about small gatherings by encouraging readers to experience the content in a way unique to a tablet device. Whether swiping down for a peek at an intimate dinner by a freezing lake or rearranging the layout and size of photos of a salty dinner of buttered clams and beer in Maritime Canada, readers have never been able to personalize content like this before.
Think of it like that natural instinct to open the refrigerator and grab a snack when you’re bored, but instead it’s the natural instinct to grab your phone and start doing something on it.
According to eMarketer, Americans armed with smartphones represent a different class of consumers: ones that stand apart from other Americans in the way they shop, communicate, consume media.
This class is referred to as the ‘smartphone class’ and there are about 100 million members.
How are the members of this class distinguishable?
They are always connected, excited by access to real-time information, pass time by watching videos or playing games on their phones, scan mobile barcodes, shop with mobile coupons, make mobile purchases, and more.
You know when you’re sitting in the waiting room at the doctor’s office and you grab a magazine to read to kill the time? Well, the consumers in the smartphone class grab their phones instead—maybe to check their Twitter, surf the Web, play Angry Birds or upload a photo on Instagram.
Whatever it may be, their spare time consists of them engaging in some kind of mobile activity. They are constantly “snacking” on small portions of content on their mobile device throughout the day, keeping them more connected than ever before.
The path to purchase has been completely repaved by these snackers, giving marketers a tremendous opportunity to target them. Also, smartphone penetration and mobile gaming and video consumption are constantly growing, which means so are these opportunities.
I’m definitely a member of this smartphone class, and I’ll admit to being a snacker as well.
Are you part of this class of consumers?
Best Buy Co. Inc. has found its more valuable customers are ones who don’t just visit the e-commerce site or the bricks-and-mortar store. They also shop using their smartphones and tablets.
How valuable are these customers? The multichannel Best Buy consumer who uses a mobile device makes 15% more e-commerce purchases than the non-mobile consumer, said Chris Moroz, Best Buy associate manager for digital analytics. And, for in-store purchases, the mobile Best Buy consumer is 25% more valuable.
Speaking at the Adobe Digital Summit 2012 in Salt Lake City, Moroz said Best Buy calculated these figures by measuring three sets of data. One was connecting the BestBuy.com visitor data to its database of registered customers. Another was the result of surveys sent to e-commerce visitors who filled their shopping carts, but abandoned the sale. The third was a survey at the point of sale about the consumer’s shopping experience. The data then was screened through digital analytics software from Adobe Systems Inc.
“We found that on any given day a BestBuy.com visitor is more likely to purchase in-store,” Moroz said. Of consumers using a mobile device to visit Best Buy’s m-commerce site, one-fourth were found to make an in-store purchase within two weeks of their visit, he said.
Best Buy, incidentally, fared best in a recent survey by market research firm ClickIQ of the behavior of consumers using smartphones in stores.
To find out what happened after the in-store research was complete, survey respondents were asked to state where they eventually purchased the product they were researching. Best Buy did the best job of retaining the sale. 35% of those that researched at Best Buy ended up purchasing at the Best Buy store with another 14% purchasing at BestBuy.com. However, 21% purchased the product from Amazon.com. The rest did not purchase.
At the conference, Moroz said the next step for Best Buy is to automate much of the data collection process and to get more data about how consumers use Best Buy’s smartphone apps. “The mobile-savvy customer needs to be heard,” he said.
Lynn Lanphier, director, digital analytics, Best Buy Co. Inc., will speak this June at the Internet Retailer Conference & Exhibition 2012 in Chicago in a session titled “The new age of analytics: Creating a data strategy that leads to increased sales.” And learn more about the Mobile Workshop at IRCE 2012.
According to new data out from comScore, the total number of Americans who own mobile devices now tops 234M, with 90M of which being smartphones. The study covers the three-month average period ending October 2011, and includes a survey of more than 30,000 US mobile subscribers.
In terms of mobile OEM data, Samsung remains the top handset manufacturer overall with 25.5% total market share, followed by LG with 20.6% marketshare and Motorola with 13.6%. In terms of mobile operating systems, Android holds on to the number one spot — now sitting at 46.3% total market share. Apple comes in at second place with 28.1% of the market — up only one percentage point over the proceeding three-month period. RIM rounded out the top three with 17.2% share, followed by Microsoft in fourth place with 5.4% and Symbian in fifth place with just 1.6%.
Looking at mobile content, 71.8% of U.S. mobile subscribers used text messaging on their mobile device in October — up 1.8 percentage points over the last reporting period. Mobile Web browsers were used by 44% of subscribers — up 2.9% – while downloaded applications were used by 43.8% — up 3.2%. Use of social networking sites and blogs increased 2.2% to 32.3% total, while mobile gaming came in at 29.2% — up 1.4% from the previous period.
Open rates for email on mobile devices increased significantly in the first half of 2011 compared to the last quarter of 2010, therefore experts say it is a necessity for marketers to make sure their emails are optimized for mobile, according to a new report from Knotice.
Most consumers with smartphones use their devices to check e-mail to some degree. Digital marketing firm Knotice makes the case, and it’s one that cannot be ignored by retailers that want to get the most from their e-mail marketing campaigns.
In the first half of 2011, 20.07% of retail marketing e-mails were opened on a smartphone or tablet, Knotice finds in a study of 6.5 million retail marketing e-mails. This compares with 13.36% in the fourth quarter of 2010. What’s more, in the first half of 2011, consumers clicked on links in 11.00% of all retail marketing e-mails.
What this means is that if an e-mail is sent in its PC format, it will appear small and crunched on the smaller screen of a smartphone, making it less intriguing to consumers. Optimizing an e-mail for viewing on a mobile device—whether done through tweaks to the width of a PC e-mail or designing separate e-mails that perfectly fit the smaller screens—can lead to greater consumer engagement in a campaign.
But when optimizing e-mail and web content for mobile users, it’s important to optimize the entire experience, not simply how the e-mail message itself looks on a phone’s screen, Knotice says.
“Marketers need to be thoughtful about how the message is rendered, but more importantly, how the user can take action in the most convenient way possible,” the firm says. “Whether that means clicking through to a mobile-optimized site, tapping on a phone number to call a customer service agent, or even users providing their e-mail address to have a shopping cart, wish list, product information or follow-up reminder sent to them so they can complete the action when more convenient. Focus needs to be on optimizing the e-mail as well as the post-click experience in tandem for an overall satisfying user experience.”
Knotice studied more than 150 million marketing e-mails in 11 industries. 20.24% of all marketing e-mails are opened on a mobile device, according to the study. Knotice breaks down mobile opens by device. 12.78% were opened on an iPhone, 3.92% on an iPad, 3.15% on an Android device, 0.22% on the now-defunct HP webOS (formerly Palm), 0.05% on a device running one of the Windows mobile operating systems, 0.01% on a BlackBerry and 0.11% on other devices.